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reporting and rights ownership. Furthermore, some videos could have fallen into two vertical categories, but YouTube limits the selection to one category. For instance, my sample included a handful of videos that could have been described as “Travel and Events”, but instead were uploaded under “People & Blogs”. The most popular vertical category was Entertainment, with 28% of the videos (n=14). This was followed by People & Blog and How To/Style, each with 14% of videos (n=7). Education and Science & Technology had 10% (n=5) and 8% (n=4) of the videos, respectively. Four verticals had 6% of the videos (n=3). They were Comedy, Film & Animation, Gaming and Music. Lastly, only 2% of the sample was videos related to Pets & Animals (n=1). Table 2: Frequency and Percentage of Vertical Categories Vertical Category Education Film & Animation How To/ Style People & Blogs Science & Technology Frequency Percentage 5 10% 3 6% 7 14% 7 14% 4 8% Comedy 3 6% Entertainment 14 28% Gaming 3 6% Music 3 6% Pets & Animals 1 2% Next, I looked at what relationship building tactics could be found in YouTube original programming. For this portion study, the goal was to determine if an introduction, visual direct address, language direct address, question for the audience, or call to action was present or not present in videos. Interestingly, I found that 62% of videos contained a visual direct address, which was the same percentage that included language direct address and call to action (n=31). It should be noted that while there is a significant correlation between videos that contain a visual direct address and a language 24PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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